Professional Documents
Culture Documents
Choconomics EPoelmans-FV
Choconomics EPoelmans-FV
Choconomics EPoelmans-FV
a
HUBrussel, CES and LCIS, KU Leuven
E-mail: eline.poelmans@kuleuven.be
b
LICOS, KU Leuven
E-mail: jo.swinnen@kuleuven.be 1
“Cocoa and Chocolate”: what?
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I. A Historical Review
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I. A Historical Review
-The actual cocoa plant originated in South and Central America three
millennia ago.
Mayas:
Toltecs:
- Use: cocoa became a commodity (i.e. money), used in the trade relations
e.g. one slave was worth about one hundred cocoa beans
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Money “grew on trees”
Aztecs:
- Use: cocoa was used as a cold drink used for the elite, warriors and long-
distant merchants, religious ceremonies, and as a currency, and a medicine
(having a.o. aphrodisiac properties)
According to a myth - the god of air, Quetzalcoatl, would have left
the‘quachahuatl’ tree to the human beings after he had been driven
out of the Garden of Eden.
- Form: The cold cocoa drink was not one, but several chocolate beverages,
with the addition of all kinds of herbs, sweeteners and flavours.
3000BC-1500 AC:
- Use and form: the cocoa bean became a monetary medium of exchange
for trade as well as a fatty, dark concoction (warm or cold, for the elite,
warriors, merchants and gods) and a medicine.
- Production method: The liquid brew was poured from one vessel into
another from a height, in order to produce a good head on the brew.
- Form:
- hot concoction (cf. Mayas)
- tablets of ground cocoa: add hot water and sugar hot cocoa brew
much easier transportable to and distributable the Old world.
- Production method:
foam on top of the beverage by beating the hot drink with a molinillo, a
large, wooden stick.
-They didn’t want to get legal ownership of the plantations, but
monopolize the laborers, the trade in beans and the introduced taxes.
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3. The Spread of consumption and production in Early Modern
Times (1500-1800)
- Spain (royals)
- Italy (powerful families, e.g. the Medici)
- Portugal (Jesuits)
- France (Louis XIV)
- Netherlands (Amsterdam: thé European cocoa market end 17thC)
- England (coffee houses)
- England’s North American colonies (end of the 17thC)
- Production method: the French invented the chocolatière, to stir and beat
the heavy liquid to convert the chocolate brew into a tasty drink
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- Place of production: Worldwide new cultivation sites of beans to fulfil the
increasing demand
why?
- Treaty of Tordesillas of 1496:
- Portugal got the territories to the east
- Spain got the territories to the west
Spanish crown established a trade monopoly in overseas territories
-In that period were chocolate, coffee and alcohol 3 different beverages for
3 different parts of society:
- In the age of Enlightenment the cocoa drink of the clergy and elite became
rather unpopular: 2 reasons:
The French Revolution and the Napoleonic reign (1804-1815) put
an end to the power of the church and the aristocracy in France
The Enlightenment questioned the basis of society and the very place of
the church and nobility in all this.
- The adherents of the Enlightenment preferred coffee over chocolate
(coffee houses in England).
- In spain and Italy the popularity of chocolate had a longer life, but there as
well its popularity decreased.
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5. Scientific Discoveries in the 19th-20th Centuries: A Brew -
and Bar? - for the Common People
-during 19th century modern medicine replaced the Galenic system chocolate
could be eaten by anyone, at any time at any quantity
= tempting, because very tasty !
- The Dutching process: the cocoa cake was treated with alkaline to
improve its miscibility
chocolate was darker in color, milder in taste and easier to digest
The way was paved for large quantities of chocolate, both in powered
and solid form
- England:
- Fry family: mixed cocoa powder, sugar and butter (instead of water) to
produce a paste to cast into a mold to make bars
became very popular
price of butter increased immensely
drinkable chocolate for the masses
eatable, solid chocolate for the rich
All these inventions, led to eatable chocolate, drinkable and solid chocolate
available for all and made the manufacture of on a larger scale possible
- cocoa powder
- dark chocolate
- milk chocolate
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II: The Cocoa and Chocolate Production Chain
in the 20th century
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II: The Cocoa and Chocolate Production Chain
in the 20th century
Figure: The Cocoa and Chocolate Production Chain
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1.) The Production of Cocoa Beans
Several factors influenced the production of cocoa beans throughout time:
- price of cocoa
- prices of inputs (e.g. labour, land, pesticides and fertilizers)
- developments in production technology (e.g. improved crops or pesticides)
- alternative crops that could grow on the same soil and under the same
conditions, such as coffee, palm oil, or rubber are competitors
- involvement of governments
- etc
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Figure: World Production of Cocoa Beans (1895-2010) (in 1000 metric tons)
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Source: Mitchell (2007a, 2007b and 2007c) and Faostat (2012)
Table 1: Total World Production of Cocoa Beans by most important Places
of Origin(1900-2010), in percentage
Source: Mitchell (2007a, 2007b and 2007c); Faostat (2012) and Boudewijn (1959)
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Figure 4: Production of Cocoa Beans in Central America (1895-2010) (in
1000 metric tons)
Source: Mitchell (2007a, 2007b and 2007c); Faostat (2012) and Boudewijn (1959)
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Figure 5: Production of Cocoa Beans in South America (1895-2010) (in
1000 metric tons)
Source: Mitchell (2007a, 2007b and 2007c); Faostat (2012) and Boudewijn (1959)
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Figure 6: Production of Cocoa Beans in Africa (1895-2010) (in 1000 metric
tons)
Source: Mitchell (2007a, 2007b and 2007c); Faostat (2012) and Boudewijn (1959)
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Figure 7: Production of Cocoa Beans in Asia & Oceania (1895-2010) (in
1000 metric tons)
Source: Mitchell (2007a, 2007b and 2007c); Faostat (2012) and Boudewijn (1959)
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In 2010, cocoa production was highly concentrated in 3 separate
geographical regions:
- Africa (61 %)
- Asia (22 %)
- South America (10 %).
Table 2: The largest Cocoa producing Countries in 2010 (in 1000 ton and
in % of total world production)
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Source: Faostat (2012)
2.) The Production of the Intermediate Products
and Industrial Chocolate
- Trade is very important for the cocoa industry:
almost all cocoa bean are produced in the 3 above-mentioned regions
only 30 to 40 % is processed locally prior to export
60 to 70 % is exported and processed into intermediate and final
products in the developed world.
Total net world cocoa exports = net exports of cocoa plus net exports of cocoa products (butter, paste/liquor, powder and cake)
converted to beans equivalent using conversion factors (cocoa butter 1.33; cocoa paste/liquor 1.5; cocoa powder and cake 1.18).
Source: (ICCO 2010)
Total net world cocoa imports = = net imports of cocoa plus net imports of cocoa products (butter, paste/liquor, powder and
cake) converted to beans equivalent using conversion factors (cocoa butter 1.33; cocoa paste/liquor 1.5; cocoa powder and cake
1.18).
Source: (ICCO 2010)
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The cocoa processing industry mainly and takes place in the
developed world, in cocoa importing countries, near the major centers of
cocoa consumption.
/ = not available
Source: Calculated with data from Heijbroek and Konijn (1995); ICCO (2010) and ICCO
(2012).
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Figure 8: Structure of the Cocoa Business: The Share of Consumer
Spending for the Parties involved
Note: The added value of the processors is included under the chocolate industry
Source: Adapted from Heijbroek and Konijn (1995).
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The share of the cocoa producing countries in total world grindings has
risen from 30 % in the 1970s to 40 % today.
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3.) The Production of Final Chocolate Products
Several factors influenced the production of final chocolate products
throughout time:
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The final stage, the actual production of finished chocolate products,
takes also mostly place in the developed world
None in Africa!
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Table 8: Global Chocolate Confectionery Market Segmentation by Product
Type (% share by value in 2003)
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III. The Cocoa and Chocolate Consumption and
Changing Consumer Preferences
(1975-2012)
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Several factors influenced the consumption of cocoa beans and/or
chocolate products throughout time:
Table 10: Apparent Domestic Consumption of Cocoa by Country (in % of world total)
Calculated as grindings of cocoa beans plus net imports of cocoa products and of chocolate
and chocolate products in bean equivalent
Source: ICCO (2010)
In 2008/09 the countries consuming the most cocoa were the US, Germany, the UK
and France. 34
In 2008/09 there was a decline in per caput consumption of cocoa in all
regions due to a lower consumer spending on chocolates because of
the crisis and higher cocoa prices.
- The countries consuming the most cocoa per capita in 2008/09 were
Switzerland, Belgium and Ireland.
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- The last decade some changing tastes and preferences
invention of new chocolate products, fabricated to meet these
new demands:
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Thank you very much for your attention !
Any questions?
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